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Actual CPC – Actual Cost Per Click or the amount of money an advertiser is required to pay for a click received. The monetary value for each click varies and is defined by a number of different factors:
– Competition – number of individuals or businesses competing for the exact or similar keyword.
– Max CPC – the amount of money the advertiser is willing to pay for a click. Higher maximum CPC can increase the chances to appear in higher positions.
– Quality Score – the relevancy of ads and keywords. Higher Quality Score always leads to a decrease in price an advertiser pays for a click.
– Other factors.